Cash Management Awareness Through Mutual Funds

Shri Ram Murti Smarak
International Business School
FINANCE

“Cash Management awareness among Current account
holders through Mutual Funds”

Ms. Vandna Misra Ravindra kr. Vishwakarma

______________________

1101074

Index

• Acknowledgment……………………………………….3

• Declaration ……………………………………….4
• Executive Summary…………………………………….5
• Industry Profile …………………………………….6
• Company profile ……………………………………15
• Cash management ……………………………………..28
• Objective ………………………………………33
• In scope ……………………………………...33
• Out scope ……………………………………...33
• Liquid fund…………………………………………….34
• Research Methodology………………..………………57
• Questionnaire………………………………………….58
• Finding and Analysis………………………………….61
• Database Collected……………………………………71
• Findings………………………….…………………....76
• Recommendations…….………………………………77
• Bibliography…………………………………………..78

2

Acknowledgement

A Successful completion of Project work is a result of well-organized and coordinated team
work. So at the completion of the project.

I take this opportunity to thank all the people who provided me proper guidance and help in
completing this project. First of all I would like to thank “Mr. Mohit Mehrotra “Regional Head at
Reliance capital asset management ltd. Besides him I am also thankful to Mr. Shashi Ranjan
(Cluster Manager), Mr. Alok Srivastava (Regional Operations Manager), Mr. Ankush Roy
Regional training manager and all other Relationship Managers, Staff at RCAM who provided
me valuable guidance in completing this project.

I express a deep sense of gratitude to my corporate mentor and facilitator of this project “Mr.
Vikas Jain “who continuously guided me throughout the Project.

I would also like to thank my faculty mentor “Ms. Vandna Misra” who provided me guidance
and support for successful completion of the project.

Last But not the least I would like to thank all my family members and friends for their
cooperation and inspiration for their direct and indirect help without this project could not be
completed.

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Declaration

I hereby declare that the Project work entitled “CASH MANAGEMENT AWARENESS
AMONGST CURRENT ACCOUNT HOLDERS THROUGH MUTUAL FUND” submitted
by me for the Summer Internship during the Post Graduate Diploma in Management Program to
Shri Ram Murti Smarak International Business School is my original work and has not been
submitted earlier either to SRMS IBS or to any other Institution for the fulfillment of the
requirement for any course of study. I also declare that no chapter of this manuscript in whole or
in part is lifted and incorporated in this report from any earlier/other work done by me or others.

Place:

Date: Signature of Student

Name of Student : Ravindra Kumar Vishwakarma

Address : H.No. 547/681

Jalalpur Kuti, Near A- Block
4

Rajajipuram

Lucknow.

Executive summary
I have undertaken the project titled “Cash Management awareness among Current Account
Holders through Mutual Funds”

I have focused on the Reliance liquid Fund- which more effectively manages the short term cash
and provides better return than current traditional ways, likes current, savings and FDs, with
minimal risk.

In this project I have covered the industrial Area of Transport Nagar, Latouche Road, Chowk,
and Hazratganj which is huge opportunity to be penetrated for the company as well as can be
highly useful for the owners of company to get the benefit of surplus fund due to their business
cycle.

The methodology adopted for framing the project was based on Questionnaire, Personal
interview and observation. This projected is restricted to Transport Nagar, Latouche Road,
Chowk, and Hazratganj.

During this project, I visited the various industries of the Area, and personally met with the
owners of the company, and had explained the concept of liquid fund. Their utility over current
traditional methods like Current and Saving Account.

During the conversation I had used the presentation to explain the concept in a better and
effective way. And got their feedback by recording their responses on a Questionnaire.

During my meeting with business owners, it was quite difficult to get the correct information
from the owners especially regarding the business cycle. Besides this there was difficulty in
getting owner’s attention as they were not willing to spare their time as most of the time during

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survey it was business hours. At some places it was quite difficult to meet owner because he was
rarely present at the place. Thus at some places I had to interact with manager of the place.

So under these limitations I have drawn conclusion on the basis of questionnaires and
observations.

Industry Profile
The Indian mutual fund industry is worth around Rs. 6.8 lakh crores which is the total assets
under management (AUM) as on April 2012.

Mutual fund overview
Average asset under management- under various Mutual Fund companies

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The origin of Mutual fund industry in India was first introduced by UTI in the year 1963. In the
beginning the growth was slow, but it accelerated from the year 1987 when other private players
entered the industry.

In the past decade, Indian mutual fund industry has seen dramatic improvements, both quality
wise as well as quantity wise. Before, the entry of other private players in mutual fund Industry
the total asset under management (AUM) was Rs. 67 crs. The private sector entry to the fund
family raised the AUM to Rs. 470 crs. in March 1993 and till April 2004, it reached the height of
1,540 crs.

But despite the growth of Indian Mutual Funds Industry the Total AUM is less than 11% of the
total deposits held by the Indian banking industry.

The main reason of its poor growth is that the mutual fund industry in India is new in the
country. Most of Indian investors are yet to be made aware of the concept; there is a need of
spreading awareness about the mutual funds among investors. Hence it is the responsibility of all
the Mutual fund companies that they not only just sell mutual funds but also make them realize
the need of investing in mutual funds.

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The mutual fund industry can be broadly put into four phases according to the development of
the sector. These are as follows:

First Phase - 1964-87

Unit Trust of India (UTI) was established on 1963 by an Act of Parliament. It was set up by the
Reserve Bank of India and functioned under the Regulatory and administrative control of the
Reserve Bank of India. In 1978 UTI was de-linked from the RBI and the Industrial Development
Bank of India (IDBI) took over the regulatory and administrative control in place of RBI. The
first scheme launched by UTI was Unit Scheme 1964. At the end of 1988 UTI had Rs.6, 700
crores of assets under management.

Second Phase - 1987-1993

This phase was characterized by Entry of Public Sector in mutual funds. SBI Mutual Fund was
the first followed by Canbank Mutual Fund (Dec 87), Punjab National Bank Mutual Fund (Aug
89), Indian Bank Mutual Fund (Nov 89), Bank of India (Jun 90), Bank of Baroda Mutual Fund
(Oct 92). LIC in 1989 and GIC in 1990. The end of 1993 marked Rs.47, 004 as assets under
management.

Third Phase - 1993-2003

With the entry of private sector funds in 1993, a new era started in the Indian mutual fund
industry, giving the Indian investors a wider choice of fund families. Also, 1993 first Mutual
Fund Regulations were introduced. Kothari Pioneer (now merged with Franklin Templeton) was
the first private sector mutual fund registered in July 1993.

The 1993 SEBI (Mutual Fund) Regulations were substituted by a more comprehensive and
revised Mutual Fund Regulations in 1996. Mutual fund industry now functions under the SEBI
(Mutual Fund) Regulations 1996.

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There was an increase in number of mutual fund companies due to entry of foreign players. At
the end of January 2003, there were 33 mutual funds with total assets of Rs. 1, 21,805 crores.
The Unit Trust of India with Rs.44, 541 crores of assets under management was way ahead of
other mutual funds.

Fourth Phase - since February 2003

In this phase UTI was divided into two separate entities. One was the Specified Undertaking of
the Unit Trust of India with AUM of Rs.29, 835 crores (as on January 2003). The Specified
Undertaking of Unit Trust of India, functions under the administration and the rules of
Government of India and does not come under the purview of the Mutual Fund Regulations.

The second was the UTI Mutual Fund Ltd, sponsored by SBI, PNB, BOB and LIC. It is
registered with SEBI and functions under the Mutual Fund Regulations. With the bifurcation of
the erstwhile UTI which had in March 2000 more than Rs.76, 000 crores of AUM and with the
setting up of a UTI Mutual Fund, conforming to the SEBI Mutual Fund Regulations, and with
recent mergers taking place among different private sector funds, the mutual fund industry has
entered its current phase of consolidation and growth. As at the end of September, 2004, there
were 29 funds, which manage assets of Rs.153108 crores under 421 schemes.

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GROWTH IN ASSETS UNDER MANAGEMENT

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ORIGIN OF MUTUAL FUND INVESTING:-

When three Boston Securities executives pooled their money together in 1924 to create the first
mutual fund, they have no idea how popular mutual funds would become. The idea of pooling
money for investing purposes started in Europe in mid 1800s. The first pooling of money in the
US was created in 1893 for the faculty and staff of Harvard University. On March 21st, 1924 the
first official mutual fund was born. It was called the Massachusetts Investors Trust. After one
year the Massachusetts Investor Trust grew from $ 50000 in assets to 3, 92,000 in assets (with
around 200 shareholders). In contrast there are more than 10000 mutual funds in US today
totaling around $7 trillion (with approximately 83 million individual investors) according to the
Investment Company Institute.

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Concept of Mutual Funds:
A Mutual Fund is a trust that pools the savings of a number of investors who share a common
financial goal. The money thus collected is then invested in capital market instruments such as
shares, debentures and other securities. The income earned through these investments and the
capital appreciations realized are shared by its unit holders in proportion to the number of units
owned by them. Thus a Mutual Fund is the most suitable investment for the common man as it
offers an opportunity to invest in a diversified, professionally managed basket of securities at a
relatively low cost. The flow chart below describes broadly the working of a mutual fund:

Mutual Fund Operation Flow Chart

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Organization of Mutual Funds in India:-

There are many entities involved and the diagram below illustrates the organizational set up of a
mutual fund:

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Structure of Mutual Fund in India:
• Mutual Fund in India acts as a Unit Trust.

• The structure is required to be followed by mutual funds in India as per SEBI regulations,
1996.

• It is constituted in the form of Public Trust created under the Indian Trust Act, 1882.

• The Trustees hold the Unit holders money in fiduciary capacity i.e. the money belongs to
the unit holders and is entrusted to the fund for the purpose of the investment.

• The Trustees do not manage the portfolio of securities directly, for this specialist function
they appoint the Asset Management Company.

• The trust is executed through a document called a Trust deed that is executed by the fund
sponsor in favor of the trustees.

• The trust deed is required to be stamped as registered under the provisions of Indian
Registration Act and registered with SEBI.

• The role of Asset Management Company is to act as the investment manager of the trust
and must have a net worth of at least Rs. 10 Crores.

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Advantages & Disadvantages of Mutual Funds:
The advantages of investing in a Mutual Fund are:

• Diversification: The best mutual funds design their portfolios so individual investments will
react differently to the same economic conditions. For example, economic conditions like a
rise in interest rates may cause certain securities in a diversified portfolio to decrease in
value. Other securities in the portfolio will respond to the same economic conditions by
increasing in value. When a portfolio is balanced in this way, the value of the overall
portfolio should gradually increase over time, even if some securities lose value.

• Professional Management: Most mutual funds pay topflight professionals to manage their
investments. These managers decide what securities the fund will buy and sell.

• Regulatory oversight: Mutual funds are subject to many government regulations that protect
investors from fraud.

• Liquidity: As compared to other mode of investment, it is easy to get your money out of a
mutual fund. You can take out your money through cheque, online request or any other mode.

• Convenience: You can usually buy mutual fund shares by mail, phone, or over the Internet.

• Low cost: Mutual fund expenses are often no more than 1.5 percent of your investment.
Expenses for Index Funds are less than that, because index funds are not actively managed.
Instead, they automatically buy stock in companies that are listed on a specific index

Disadvantages of Mutual Fund:

• Dilution: It’s possible to have too much diversification. Because funds have small
holdings in so many different companies, high returns from few investments don’t make
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much a difference on the overall return. Dilution is also the result of a successful fund
getting too big. When money pours into funds that have had a strong success, the
manager often has trouble finding a good investment for all the new money.

• Taxes: When making a decision about your money, Fund manager don’t consider your
personal tax situation. For example, when a fund manager sells a security, a Capital-gain
tax is triggered, which effect how profitable is individual from the sale. It might have
been more advantageous for the individual to defer the capital gain liability.

Reliance Mutual fund
Reliance Mutual Fund is one of India’s leading Mutual Funds, with Average Assets under
Management (AAUM) of Rs. 78,112 Crores with about 64.65 Lakh investors and about70.99
Lakh folios. Reliance Mutual Fund, a part of the Reliance Group, is one of the fastest growing
mutual funds in India. RMF offers investors a well-rounded portfolio of products to meet varying
investor requirements and has presence in 179 cities across the country. Reliance Mutual Fund
constantly endeavors to launch innovative products and customer service initiatives to increase
value to investors.
Reliance Capital Asset Management Limited (‘RCAM’) is the asset manager of Reliance Mutual
Fund. RCAM a subsidiary of Reliance Capital Limited, which holds 92.93% of the paid-up
capital of RCAM, the balance paid up capital being held by minority shareholders.

Reliance Capital Ltd. is one of India’s leading and fastest growing private sector financial
services companies, and ranks among the top 3 private sector financial services and banking
companies, in terms of net worth. Reliance Capital Ltd. has interests in asset management, life
and general insurance, private equity and proprietary investments, stock broking and other
financial services.

Name of Fund Reliance Mutual Fund

Sponsor : Reliance Capital Limited

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Trustee : Reliance Capital Trustee Co. Limited

Investment Manager / : Reliance Capital Asset Management Limited
AMC

Statutory Details : The Sponsor, the Trustee and the Investment Manager are
incorporated under the Companies Act 1956.

Company structure

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VISION STATEMENT

“To be a globally respected wealth creator, with an emphasis on customer care and a culture of
good corporate governance”

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MISION STATEMENT

“To create and nurture a world-class, high performance environment aimed at delighting their
customers”ﾝ

CORPORATE GOVERNANCE

CORPORATE GOVERNANCE POLICY

Reliance Capital Asset Management Ltd. has a vision of being a leading player in the Mutual
Fund business and has achieved significant success and visibility in the market. However, an
imperative part of growth and visibility is adherence to Good Conduct in the marketplace. In
Reliance Capital Asset Management Ltd., the implementation and observance of ethical
processes and policies has helped the company in standing up to the scrutiny of domestic and
international investors.

MANAGEMENT
The management at Reliance Capital Asset Management Ltd. is committed to good Corporate
Governance, which includes transparency and timely dissemination of information to its
investors and unit holders. The Board of Directors of RCAM is a professional body, including
well-experienced and knowledgeable Independent Members. Regular Audit Committee meetings
are conducted to review the operations and performance of the company.

EMPLOYEES
Reliance Capital Asset Management Ltd. has at present, a code of conduct for all its officers. It
has a clearly defined prohibition on insider trading policy and regulations. The management
believes in the principles of propriety and utmost care is taken while handling public money,
making proper and adequate disclosures.

All personnel at Reliance Capital Asset Management Ltd are made aware of their rights,
obligations and duties as part of the Dealing Policy laid down in terms of SEBI guidelines. They

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are taken through a well-designed HR program, conducted to impart work ethics, the Code of
Conduct, information security, Internet and e-mail usage and a host of other issues.

One of the core objectives of Reliance Capital Asset Management Ltd. is to identify issues
considered sensitive by global corporate standards, and implement policies/guidelines in
conformity with the best practices as an ongoing process. Reliance Capital Asset Management
Ltd. gives top priority to compliance in true letter and spirit, fully understanding its fiduciary
responsibilities.

SPONSORS

Reliance Mutual Fund schemes are managed by Reliance Capital Asset Management Limited., a
subsidiary of Reliance Capital Limited, which holds 93.37% of the paid-up capital of RCAM, the
balance paid up capital being held by minority shareholders.”, the sponsor. Reliance Mutual
Fund (RMF) has been sponsored by Reliance Capital Ltd (RCL). The promoter of RCL is AAA
Enterprises Private Limited. Reliance Capital Limited is a Non-Banking Finance Company.
Reliance Capital Limited is one of the India’s leading and fastest growing financial services
companies, and ranks among the top three private sector financial services and banking
companies, in terms of net worth.

THE AMC

RELIANCE CAPITAL ASSET MANAGEMENT COMPANY

Reliance Capital Asset Management Limited (RCAM), a company registered under the
Companies Act, 1956 was appointed to act as the Investment Manager of Reliance Mutual Fund.

Reliance Capital Asset Management Limited (RCAM) was approved as the Asset Management
Company for the Mutual Fund by SEBI vide their letter no IIMARP/1264/95 dated June 30,
1995. The Mutual Fund has entered into an Investment Management Agreement (IMA) with
RCAM dated May 12, 1995 and was amended on August 12, 1997 in line with SEBI (Mutual
Funds) Regulations, 1996. Pursuant to this IMA, RCAM is authorized to act as Investment
Manager of Reliance Mutual Fund. The net worth of the Asset Management Company including
preference shares as on September 30, 2007 is Rs.152.02 crores.
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“Reliance Mutual Fund schemes are managed by Reliance Capital Asset Management Limited., a
subsidiary of Reliance Capital Limited, which holds 93.37% of the paid-up capital of RCAM, the
balance paid up capital being held by minority shareholders.”

Reliance Capital Asset Management Limited (RCAM) was approved as the Asset Management
Company for the Mutual Fund by SEBI by their letter no. IIMARP/1264/95 dated June 30, 1995.
The Mutual Fund has entered into an Investment Management Agreement (IMA) with RCAM
dated May 12, 1995 and was amended on August 12, 1997 in line with SEBI (Mutual Funds)
Regulations, 1996. Pursuant to this IMA, RCAM is authorized to act as Investment Manager of
Reliance Mutual Fund. The net worth of the Asset Management Company including preference
shares as on March 31, 2005 is Rs.113.59 crores.

SWOT analysis

A type of fundamental analysis of the health of a company by examining its strengths(S),
weakness (W), business opportunity (O), and any threat (T) or dangers it might be exposed to.

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I. STRENGTHS

• Brand Name: Reliance Mutual fund is a part of – Anil Dhirubhai Ambani Group which
is a well-known brand in India. It is also one of the fastest growing Mutual fund company
in India. Thus it has a strong Brand Image in the minds of Indian consumers. Also RMF
being a domestic “brand” plays a significant role in sale of product.

• Strategy: As opposed to some of its competitors (e.g. HSBC, DSP Black rock), Reliance
ADAG operates on a multi-brand strategy. The company operates under numerous well-
known brand names, which allows the company to appeal to many different segments of
the market. This makes Reliance more familiar in the minds of Indian Customer.

• Fund performances: One of the most important reason for RMF’s popularity is the
return that its schemes have given i.e.: the fund performance of RMF. The continuous
dividend that the company keeps on declaring is one of the most attractive elements of
RMF schemes. The Flagship product of RMF i.e. Reliance vision and Reliance Growth
both have given returns approximately more than 50% since its inception. Both the
schemes have declared dividend on regular basis. Also some of the schemes have been
awarded for their best performances.

• Strong channel partner network: Reliance Mutual fund is one of the few mutual funds
to pioneer retail investing in the country by reaching out to investors and distributors in
over 115 cities through branches and representatives across India. Hence the company’s
strong distribution network is playing a great role in making reliance reaching out to
maximum number of investors.

• Strong Financial Base: Reliance has many sources of income throughout the group, and
this diversity within the group makes the company more flexible and resistant to
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economic and environmental changes. Unlike other Competitors they have enough
financial strength to handle periods of Economic turmoil & slowdown.

• Diverse portfolio: Reliance Mutual fund offers investors a well-rounded portfolio of
products to meet varying investor requirements and has presence in 179 cities across the
country. It has products to meet the needs of all types of consumers, and provides them
greater flexibility and choice to them.

• Excellent customer service: Ensures better customer services, convenience and
communication by efficient network. It has better and superior customer support service
which gives an edge to the company over its competitors.

II. WEAKNESS

• Emerging markets: Reliance Mutual Fund only covers Indian market and does not have
global reach. As there is more investment demand in the United States, Japan and the rest

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of Asia, Reliance should concentrate on these markets, especially in view of low global
interest rates.

• No Guaranteed Return: Mutual funds are like many other investments without a
guaranteed return: there is always a possibility that the value of your investment may
depreciate. Unlike fixed-income products, such as bonds and Treasury bills, mutual funds
experience price fluctuations along with the stocks that make up the fund. This creates a
doubt in the minds of Indian Consumer who generally prefer low risk, low return than
high risk and high return.

• Fees: In mutual funds, the fees are classified into two categories: shareholder fees and
annual operating fees. The shareholder fees, in the forms of loads and redemption fees are
paid directly by shareholders purchasing or selling the funds. The annual fund operating
fees are charged as an annual percentage – usually ranging from 1-3%. These fees are
assessed to mutual fund investors regardless of the performance of the fund. As you can
imagine, in years when the fund doesn’t make money, these fees only magnify losses.

• Less promotional expenditure: With growing competition there is a need to promote the
product, so as increase recall rates in consumer’s mind. At present company do not
spends much on advertisements and promotions.

III. OPPORTUNITIES

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• Potential markets: The Indian rural market has great potential. All the major market
leaders consider the segments and real markets for their products. With Rural market
which remains untouched, entry into this market could be highly beneficial.

• Rising inflation: In Past few years there has been a continuous increase in inflation rate,
which makes traditional investment avenues ineffective. Thus Mutual funds have
emerged as more paying avenues.
• Small and Medium enterprises: This is the segment which contributes 40% of the
industrial output and 35% of direct exports; this sector has achieved significant
milestones for the industrial development of India. According to mutual fund experts only
10 % of these invest in mutual funds and rest 90% of these still remains as an untapped
market. So along with existing markets their lies an opportunity to expand the base and
capture this new market as in the future outlook these current SME segments are expected
to turn into big corporates with current boom in the country. So it is essential to catch
them young in initial growth cycle as they can turn out to be future large corpus client.
• International fund: Investing internationally opens up a huge market which is otherwise
left untapped. India’s market at present constitutes only 5% of the world’s Stock market.
Several other fund houses have invested in international market like Franklin Templeton
and Fidelity International Opportunities fund. Moreover fund houses are now permitted
by RBI to invest in ADR/GDR.

IV. THREATS

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• Increased Competition: With increasing competition in the industry in terms of more
upcoming schemes and better existing performances of mutual fund schemes of other
AMCs is the threat posed to RMF. As per the distributors HDFC, Franklin Templeton and
SBI mutual fund schemes are giving tough competition to the Reliance Mutual Fund.

• High level of volatility in stock market: There is strong relationship between Volatility
and market performance. Volatility tends to decline as the stock market rises and
increases as the stock market falls. When volatility increases, risk increases and returns
decreases. The market is so volatile now a day that no one is able to predict the market.
Hence this has become a big threat for AMC.

• Possibility of more stringent regulations by SEBI, RBI, and AMFI in future: Due to
various scams and fluctuations in Financial sector, there may be chances of amendment
of rules, which may hamper the growth of mutual funds in India.

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TYPES OF SCHEMES

A. EQUITY/GROWTH SCHEMES: The aim of growth funds is to provide capital
appreciation over the medium to long- term. Such schemes normally invest a major part of
their corpus in equities. Such funds have comparatively high risks. These schemes provide
different options to the investors like dividend option, capital appreciation, etc. and the
investors may choose an option depending on their preferences. The investors must indicate
the option in the application form. The mutual funds also allow the investors to change the
options at a later date. Growth schemes are good for investors having a long-term outlook
seeking appreciation over a period of time.

B. DEBT/INCOME SCHEMES: The aim of income funds is to provide regular and steady
income to investors. Such schemes generally invest in fixed income securities such as bonds,
corporate debentures, Government securities and money market instruments. Such funds are
less risky compared to equity schemes. These funds are not affected because of fluctuations
in equity markets. However, opportunities of capital appreciation are also limited in such
funds. The NAVs of such funds are affected because of change in interest rates in the
country. If the interest rates fall, NAVs of such funds are likely to increase in the short run
and vice versa. However, long term investors may not bother about these fluctuations.

C. SECTOR SPECIFIC SCHEMES: These are the funds/schemes which invest in the
securities of only those sectors or industries as specified in the offer documents. E.g.
Pharmaceuticals, Software, Fast Moving Consumer Goods (FMCG), Petroleum stocks, etc.
The returns in these funds are dependent on the performance of the respective
sectors/industries. While these funds may give higher returns, they are more risky compared
to diversified funds. Investors need to keep a watch on the performance of those
sectors/industries and must exit at an appropriate time. They may also seek advice of an
expert.

D. GOLD: Gold is seen as a symbol of security and a sign of prosperity. Indian consumers
consider gold jewellery as an investment and are well aware of gold’s benefits as a store of
value. Gold is also recognized as a form of money in India, a tradable liquid asset. It is one of
the foundation assets for Indian households and a means to accumulate wealth from a long
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term perspective. Gold investment has been in the culture of Indian tradition and has been on
rise amongst the modern investors as well due to the financial uncertainty and inflationary
pressures.

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RELIANCE MUTUAL FUND

EQUITY FIXED INCOME GOLD
DIVERSIFIED LARGE CAP LIQUID
Reliance Vision fund  Reliance Liquidity Fund ETF
Reliance Top 200 Fund  Reliance Liquid Fund-  Reliance Gold
Reliance Quant Plus Fund Treasury Plan Exchange Traded
Reliance NRI Equity Fund  Reliance Liquid Fund- Fund
Reliance Equity Fund Cash Plan:

FOF
ULTRA SHORT TERM  Reliance Gold
INDEX
 Reliance Floating Rate Savings Fund
Reliance Index Fund-Nifty
Fund- Short Term Plan
Plan
 Reliance Money Manager
Reliance Index Fund-Sensex
Fund:
Plan
 Reliance Medium Term
Fund
DIVERSIFIED MID & SMALL
CAP
Reliance Growth Fund SHORT TERM
Reliance Long Term Equity  Reliance Short Term
Fund Fund
Reliance Small Cap Fund
LONG TERM
 Reliance Regular Savings
DIVERSIFIED MULTI CAP Fund- Debt Option
Reliance Regular Savings  Reliance Income Fund
Fund-Equity option
Reliance Equity
Opportunities Fund DYNAMIC
 Reliance Dynamic Bond
Fund
BALANCED
 Reliance Regular
Savings Fund- GILT
Balanced Option  Reliance Gilt Securities
Fund
DIVERSIFIED THEME BASED
 Reliance Infrastructure MIP
Fund  Reliance Monthly
 Reliance Natural Income Plan
Resources Fund

SECTOR
 Reliance Banking Fund
 Reliance Diversified
Power Sector Fund
 Reliance Media &
Entertainment Fund
 Reliance Pharma Fund

TAX SAVER
 Reliance Tax Saver
(ELSS) Fund:
 Reliance Equity
Linked Savings Fund-

ARBITRAGE
 Reliance Arbitrage
Advantage Fund

ETF
reliance Banking
Exchange Traded
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Fund

CASH MANAGEMENT AWARENESS AMONGST
CURRENT ACCOUNT HOLDERS THROUGH
MUTUAL FUND
What is Cash Management?

In most common sense, Cash Management means how an Individual or an organization can use
its excess funds/idle funds available to him in a best possible way and get a good return.

Cash Management has two aspects:

• Identifying the best option to invest the excess cash that could yield maximum return
among various alternatives.
• Availability of cash in the times of cash crunch.

In Cash Management, following things should be managed:

– cash flows into and out of the firm,
– cash flows within the firm, and
– cash balances held by the firm at a point of time by financing deficit or investing
surplus cash

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Present Scenario:

As per the RBI data (as on Sep 11) the total savings in Current and Saving account is about
54000 crs only in Lucknow city. This huge amount remains unutilized and does not provide any
return to the person having Current or Savings Accounts.

In general, retail Investors i.e. Traders, Business owners, Industries owner etc. have their funds in
Current, Saving, Fixed Deposit or such other options which They thinks is safe and will help
them in attaining their objective, whether it is Liquidity or Earning return or something else.

Retail investors are generally unaware about other avenues which can provide them both
Liquidity as well as help them in getting a good Return. Such an option is Liquid Fund –which is
debt category mutual fund.

Not only does the Liquid Fund offer higher post-tax returns, it also offers a reasonable degree of
safety in terms of the principal invested. Moreover, these investments are highly liquid. Most
retail investors, though, are either unaware of this or averse to liquid funds owing to concerns of
probable capital erosion or misconception regarding mutual funds. According to the Association
of Mutual Funds in India (AMFI), of Rs 2.22 trillion assets under management (AUM) in liquid
funds as on April 30, 2011, retail investors constituted less than 1% share while the rest was held
by high net-worth individuals, corporates, banks and financial institutions. On the other hand, the
size of savings bank deposits has continued to grow despite yielding only a nominal rate of
return. The quantum of money in savings & current bank accounts in banks is Rs. 4,483,777 cr as
on September, 2011, as majority of Indians continue to view savings bank deposits as the safest
option for parking liquid cash.

How do Liquid funds offer such high liquidity?

The answer to this question lies in the fact that Liquid funds primarily invest in money market
instruments such as certificates of deposits (CDs), commercial papers (CPs) and government
treasury bills. Such a portfolio helps liquid funds provide high liquidity to investors.
Accordingly, redemption requests are processed within 24 hours.
31

* The interest rate varies with the tenor of the deposit
**1-year returns as on April 30, 2011 of CRISIL Mutual Fund Ranked schemes (for quarter ended March 31, 2011)
^ plus 3% cess
^^ plus 5% surcharge and 3% cess
@ 10% without indexation or 20% with indexation whichever is lower plus 3% cess
1 RBI data
2 Earlier banks calculated interest on savings account at 3.5% p.a. on the lowest available balance between the 11th of the
month till the end of the month. From April 1, 2010, interest is calculated on the available balance on a daily basis. This
way, savings account holders earn interest on every rupee deposited. Further, from May 2011, the interest rate has been
increased to 4%
3 In the case of most banks, the depositor would receive 1% less for any premature withdrawal

Where do liquid funds stand as compared to other similar options?

Although in case of Liquid Fund there is no guarantee of principal invested, but these are
relatively safe instruments as the portfolios of liquid funds mostly comprise ‘P1+’ rated CPs and
CDs (highest rating for these types of securities) with a maximum maturity of 91 days. CRISIL’s
rating of ‘P1+f’ signifies “very strong” protection against losses from credit defaults. However,
the marginally higher risk in liquid funds as compared to a savings deposit is compensated by
superior returns of liquid funds.

An analysis of liquid Funds vis-à-vis returns of saving deposits by CRISIL has been shown been
below. During the period under review, returns from liquid funds (1-year rolling returns) were
always higher than the interest offered on a savings bank account. Moreover, during periods of
rising inflation, returns from a liquid fund were typically higher, thereby reducing the effect of
inflation. This was not so in the case of a savings bank deposit where the returns were constant.
Therefore, during a high inflation cycle, investors have been better off investing in liquid funds.

32

* From April 1, 2010, interest is calculated on the available balance on a daily basis. Prior to this, banks calculated interest on
savings account at 3.5% p.a. on the lowest available balance between the 11th of the month till the end of the month.

Source: Ministry of Commerce and Industry for Inflation rates, RBI for savings bank deposit rate, CRISIL Mutual Fund
database for liquid fund returns

The tax advantage

There are two options of investing in a liquid fund:
i) Growth option and
ii) Dividend option.
The difference between the two options is that there are intermittent cash flows by way of
dividends in the case of the latter, while the growth option is cumulative in nature.
The dividend option also has various dividend frequencies, viz daily, weekly, fortnightly,
monthly, quarterly and half yearly.

In the case of growth option, returns from liquid funds would attract short term capital gains if
redeemed within a year (as per the investor’s income tax bracket) and long term capital gains if
redeemed after a year (10% without indexation and 20% with indexation plus cess).

33

In the case of a dividend option, although dividends are tax-free in the hands of the investor,
there is a dividend distribution tax (DDT) 4 which is paid by the mutual fund house before the
dividend is distributed to unit holders. Investors who are not in need of frequent cash flows can
opt for the ‘dividend reinvestment plan’ so that these cash flows are reinvested into the same
liquid fund.
Post tax, liquid funds yield better returns vis-à-vis savings deposits, where the interest earned on
the latter would be taxed based on an individual’s tax slab. Investment in a fixed deposit would
also attract tax on returns as per the investor’s tax-bracket (maximum of 30% plus cess).

4 As per Union Budget 2011-12, the DDT rate in the case of institutional investors has been raised to 30% from 25%
(Plus 5% surcharge and 3% cess). This would take effect from June 1, 2011. There would, however, be no impact on
Retail investors who would continue to be charged DDT of 25% (plus 5% surcharge and 3% cess).

34

Objectives of the study:
• To know about the awareness level of current account holders regarding the short
term cash management.

• To help them provide better avenues to get a return for their short term savings or
surplus cash even for a very short period (like 2-3 days).

• Ultimately provide company an opportunity of greater penetration in the market
through liquid funds.

• Focus on the current and Savings Account deposits in Lucknow which is about 54000
cr. annually (as per latest RBI data till September 2011) which is huge opportunity for
the Company and the participation of liquid fund is not even 1%.

BANKS DEPOSITS(CRORE)

SBI and its associates 11,209

Nationalized Banks 42,475

Foreign banks 320

Total 54004

In scope:
Industrial Areas of Transport Nagar, Kaiserbagh and different areas of Lucknow. Focus on
business people like pharmaceuticals distributors, Small and medium enterprise owners and
others. These people have a huge surplus fund due to difference in business cycles i.e.: cash
inflow and Cash outflow, which is deposited in current and saving accounts.

35

Out scope:
In this study we will not cover Service class people both in Government and private sector as
they have regular savings and do not have huge surplus cash

LIQUID FUND
Basic Concept

The term 'liquid' in financial terms, it means an asset which is as good as hard cash. Real estate is
the least 'liquid' of all assets and a savings deposit is the most 'liquid' of all. Similarly, Liquid
Funds are a kind of mutual fund or debt fund which can be redeemed in as less as 24 hours.

Investments

Liquid funds invest in money market instruments. Money market is a market for short term
borrowing and lending. This market deals with debt instruments such as certificate of deposits,
commercial paper and treasury bills.

Basic features

 No entry and exit load
 Low annual fee of 0.30 to 0.70%
 Variable Minimum investment amount according to scheme
 Great tax benefit
 Easy liquidation
 An average 8% p.a return on liquid funds
 Liquid funds have the restriction that they can only have 10 per cent or less mark-to-
market component, indicating a lower interest rate risk

Tax benefit

36

If you invest in a short-term fixed deposit, the returns are taxable as per the investor's tax bracket.
Therefore, if you are in the highest tax bracket most of your returns from the fixed deposit would
be wiped out. (The tax rate is about 30%)

On the other hand with liquid funds, as mentioned before, if the dividend option is taken, the
returns are tax-free in the investor's hand. In case of Growth option it is about 27%.

Past performance

In recent years, liquid funds have an average return, between 7.7 per cent and 8.85 per cent.
Recent data shows that banks are taking fresh exposures in liquid funds which indicate a high
degree of safety and confidence in liquid funds.

This shows that liquid funds are a good product to invest in if you are looking to fulfill some
short-term goals, as well as get good return in case of idle funds.

Liquid funds vs. saving accounts:
The primary objective of having a savings account with a bank is to ensure that your surplus cash
remains safe and completely liquid. Along with this peace of mind you also earn a yearly interest
of 3.5 per cent on your funds. Liquid schemes of funds come very close to such accounts.

Such schemes are often used by high net worth individuals (HNIs) as savings account. Money in
a liquid fund can be redeemed within a day of submission of a withdrawal application.

Besides being liquid in nature, these funds offer higher and more tax-efficient returns than your
savings accounts. While you earn an annual interest of 3.5% on your deposits in savings account,
by investing in liquid funds you make on an average 5.5% a year. You can invest in these funds
for as short a period as one day. No exit load is charged for any withdrawal.

Also in case of liquid funds the net asset values (NAVs) are declared even on Saturdays and
Sundays. This feature makes a good return on the larger amount for the investors.

37

RELIANCE LIQUID FUND

Reliance Liquid fund is an open ended liquid scheme which invests in money market and other
short term fixed income securities.
Categories RMF Schemes Investor Profile
Open Ended

Reliance Liquidity Fund(RLF) Meant for short term cash
Fund Managers
management for corporates and
is suitable for investors with
Amit Tripathi & Anju Chhajer investment horizon between 1
day to 1 month
Liquid Funds
Reliance Liquid Fund- Treasury Meant for short term cash
Plan( RLF-TP ) management and is suitable
for investors with investment
Fund Manager horizon between 1 day to 1
Prashant Pimple month

Reliance Liquid Fund- Cash Plan Suitable to park very short
( RLF-TP ) term investment surplus for a
duration ranging from a day to
Fund Manager month
Amit Tripathi

Key Benefits:

• High liquidity

38

• Minimal interest rate risk,
• Choice of Investments - Growth Plan or Dividend Plan
• No Entry or Exit Load

Types of Reliance liquid fund

1) Reliance liquidity Fund
2) Reliance liquid Fund- Treasury plan
3) Reliance liquid Fund – Cash Plan

Procedure to invest in Reliance Liquid Funds:
1) For Individuals:

For KYC (Know your Customer) form following are the essential required documents:

a) Proof of identity: PAN card with Photograph, Unique Identification Number (UID)
(Aadhaar) / Passport / Voter ID

b) Proof of Address: Passport/Voters Identity Card/Ration Card/, Utility bills like Telephone
Bill (only land line), Electricity bill or Gas bill , Bank Account Statement/Passbook

2) For Non Individuals:

For KYC (Know your Customer) form following are the essential required documents:

a) Proof of identity: PAN card with Photograph, Unique Identification Number (UID)
(Aadhaar) / Passport / Voter ID

b) Proof of Address: Passport/Voters Identity Card/Ration Card/, Utility bills like Telephone
Bill (only land line), Electricity bill or Gas bill , Bank Account Statement/Passbook

Additional documents in case of Non individuals are as follows:
39

Types of entity Documentary Requirements

• Copy of the balance sheets for the last 2 financial years (to
be submitted every year)

• Copy of latest share holding pattern including list of all
those holding control, either directly or indirectly, in the
company in terms of SEBI takeover Regulations, duly
certified by the company secretary/Whole time
director/MD(to be submitted every year)

• Photograph, POI, POA, PAN and DIN numbers of whole
Corporate time directors/two directors in charge of day to day
operations

• Photograph, POI, POA, PAN of individual promoters
holding control – either directly or indirectly

• Copies of the Memorandum and Articles of Association and
certificate of incorporation

• Copy of the Board Resolution for investment in securities
market

• Authorized signatories list with specimen signatures

Partnership firm • Copy of the balance sheets for the last 2 financial years (to

• Certificate of registration (for registered partnership firms
only)

• Copy of partnership deed


• Photograph, POI, POA, PAN of Partners

40

Trust • Copy of the balance sheets for the last 2 financial years (to

• Certificate of registration (for registered trust only).Copy of
Trust deed

• List of trustees certified by managing trustees/CA

• Photograph, POI, POA, PAN of Trustees

HUF • PAN of HUF

• Deed of declaration of HUF/List of coparceners

• Bank pass-book/bank statement in the name of HUF

• Photograph, POI, POA, PAN of Karta

Unincorporated Association or a • Proof of Existence/Constitution document
body of individual
• Resolution of the managing body & Power of Attorney
granted to transact business on its behalf


Banks/Institutional Investors • Copy of the constitution/registration or annual
report/balance sheet for the last 2 financial years


Foreign Institutional
Investors (FII)
• Copy of SEBI registration certificate


Army/Government Bodies • Self-certification on letterhead


41

Registered Society • Copy of Registration Certificate under Societies
Registration Act

• List of Managing Committee members

• Committee resolution for persons authorized to act as
authorized signatories with specimen signatures

• True copy of Society Rules and Bye Laws certified by the
Chairman/Secretary

Flowchart
Investment:

Step 1: Submission of Application form and KYC of investor

Step 2: Issue of unique folio number to investor

Step 3: Investing through either RTGS/ NEFT or Cheque before 2 pm

Step 4: Amount of mutual fund of equivalent NAV transferred

Redemption:

Step 1: Request of redemption either to AMC or Registrar before 3 pm

Step 2: Amount of money along with interest transferred to the account the next working day

42

Reliance liquid Fund-
Cash Plan(G)
Investment objective:

To generate optimal returns consistent with moderate level of risk and high liquidity.
Accordingly investment shall predominantly be made in Debt and Money market instruments.

Allocation of Assets:

Under normal circumstances the assets allocation under cash plan will be as follows:

INSTRUMENTS Indicative allocations (% of
Risk Profile
total assets)
Maximum Minimum High/
Medium/Low
Money Market Instruments 100% 80% Low

Debt instruments (Corporate Debt, Financial
Institutions & Banking Sector Bonds, Public Low to
20% 0%
Sector Bonds, Government Guaranteed Bonds and Medium
Related Instruments)

Contact details
Scheme details: Load Details

Fund Type Open ended Entry load N.A.
Investment Plan Growth Exit Load 0.00%
Launch Date Dec 1, 2007 Load Comments N.A.
Benchmark Crisil Liquid Fund
Asset Size(Crs.) 595.80 (Mar-31 2012)
Minimum Investment Rs 5,000
Last Dividend N.A.
Bonus N.A.
Fund Manager Amit Tripathi
Notes N.A.
44

Regd. Office: Kamala Mills
Compound, trade
World, B-
Wing ,Senapati
Bajapt Marg
,Lower Parel(W),
Mumbai,400013

Telephone no: 022-30994600

Fax no: 91 22 30414899

E-mail:
response@reliancemutual.com

Website:
www.reliancemutual.com

Reliance liquid fund- cash Plan (G)

NAV as on 1st June 2012- 17.660 (0.03)

45

Performance:

Returns

Returns (NAV as on Jun 01 2012) Absolute Returns (in
%)

46

Source: as per money control

Portfolio

Portfolio
composition: portfolio composition
cash/call
Equity 0.00% - 3.53%
Others 0.00% DEBT-
Debt 96.07%
Mutual N.A.
funds
Money 0.00%
Market 96.07%
CashCall 3.93%

47


NAV as on 1st June 2012- 17.660 (0.03)

Reliance liquid
fund- Treasury
Plan- IP (G)

To generate optimal returns consistent with moderate level of risk and high
liquidity. Accordingly investment shall predominantly be made in Debt and
Money market instruments.

INSTRUMENTS Indicative allocations
Risk Profile
(% of total assets)
Maximum Minimum High/ Medium/Low
50 0
% %
Call Money/ Cash/ Repo and Reverse Repo Low

Money Market Instruments (Milbar Linked
Instruments, CPs, T-Bills, CDs or other Short Term 95% 0% Low
Papers)

48


Fund Type Open Ended Entry load N.A.
Launch Date Dec 2003 Load Comments N.A.

Benchmark CRISIL Liquid Fund
Asset Size(Crs.) 6176.05( march 31 2012)
Minimum Investment Rs. 100,00,000
Last Dividend N.A.
Fund Manager Prashant Pimple
Notes N.A.

Contact details

Compound, trade
World, B-
Wing ,Senapati
Bajapt Marg
,Lower Parel(W),
Mumbai,400013


Fax no: 91 22 30414899

E-mail:

49

Website:
Reliance liquid fund- Treasury Plan-IP-(G)

NAV as on 1st June 2012- 26.573 (0.03%)

Performance:

50

Returns:

%)
period Returns (%) Rank Year Qtr. 1 Qtr. 2 Qtr3 Qtr. 4 Annual

1 mth 0.8 1 2012 2.4 - - - -
3 mth 2.5 3 2011 2.0 2.0 2.1 2.2 8.9
6 mth 5.0 3 2010 1.0 1.1 1.3 1.6 5.2
1 yr. 9.7 4 2009 1.8 1.3 1.2 -0.2 5.5
2 yr. 8.3 16 2008 2.0 2.1 2.3 2.4 9.1
3 yr. 7.1 3 2007 1.9 1.9 1.8 2.0 7.9
5 yr. 7.5 2

Portfolio:

51


NAV as on 1st June 2012- 17.660 (0.03)

Portfolio composition:
Equity 0.00%
Others 0.00%
Debt 97.19%
Mutual N.A.
funds
Money 0.00%
Market
CashCall 2.81%

52



Risk Profile
(% of total assets)
50 0
% %
Call Money/ Cash/ Repo and Reverse Repo Low

Money Market Instruments (Mibor Linked Instruments,
CPs, T-Bills, CDs or other Short Term Papers) 95% 0% Low


Launch Date Mar 22 ,1998 Load Comments
Asset Size(Crs.) 676.81( Mar 31 2012)
Minimum Investment Rs. 5000
Last Dividend N.A.
Bonus N.A.
Fund Manager Prashant Pimple
Notes N.A.

Compound, trade
World, B-
Wing ,Senapati
Bajapt Marg
,Lower Parel(W),
Mumbai,400013

53


Fax no: 91 22 30414899

E-mail:

Website:
Reliance liquid fund- Treasury Plan-(G)

NAV as on 1st June 2012- 25.932 0.01 (0.02%)

Performance:

54

Returns:

%)

1 mth 0.8 35 2012 2.2 - - - -
3 mth 2.4 38 2011 2.0 2.1 2.2 2.2 8.6
6 mth 4.6 32 2010 0.9 1.1 1.3 1.6 5.0
1 yr. 9.2 25 2009 1.7 1.3 1.2 -0.2 5.3
2 yr. 8.0 23 2008 1.9 2.0 2.2 2.3 8.8
3 yr. 6.8 16 2007 1.8 1.8 1.7 1.9 7.6
5 yr. 7.2 15

Portfolio:

55

Portfolio Composition:
Equity 0.00%
Others 0.00%
Debt 97.19%
Mutual N.A.
funds
Money 0.00%
Market
CashCall 2.81%

Reliance L iquidity
56


NAV as on 1st June 2012- 17.660 (0.03)

Reliance L iquidity
fund - (G)


Risk Profile
(% of total assets)
35 0
% %
Repo and Reverse Repo low

Money Market Instruments (Milbar Linked
Instruments, CPs, T-Bills, CDs) and other Short Term
100% 65% Low
Debt Instruments (Floating Rate Notes, Short Tenor
NCDs, PTCs) and /or Less than 1 year maturity G Secs.


Launch Date Jun 16 ,2005 Load Comments N.A.
Asset Size(Crs.) 8438.63( Mar 31 2012)
Minimum Investment Rs. 5,00,00,000
Last Dividend N.A.
Bonus N.A.
Fund Manager Amit Tripathi/ Anju Chhajer
Notes N.A.

Contact details
57

Compound, trade
World, B-
Wing ,Senapati
Bajapt Marg
,Lower Parel(W),
Mumbai,400013


Fax no: 91 22 30414899

E-mail:

Website:
Reliance Liquidity Fund-(G)

NAV as on 1st June 2012- 16.438 0.0 (0.03%)

Performance:
58

Returns:


1 mth 0.8 2 2012 2.4 - - - -
3 mth 2.5 10 2011 2.0 2.1 2.2 2.3 9.0
6 mth 5.0 5 2010 1.0 1.2 1.4 1.7 5.4
1 yr. 9.7 5 2009 1.8 1.3 1.2 -0.2 5.5
2 yr. 8.5 3 2008 2.0 2.1 2.3 2.4 9.2
3 yr. 7.1 4 2007 2.0 2.0 1.8 2.0 8.2
5 yr. 7.6 12

59

Portfolio:

Portfolio composition:
Equity 0.00
%
Others 0.00
%
Debt 91.9
0%
Mutual N.A.
funds
Money 0.00
Market %
CashC 8.09
all %

60

Research Methodology:
Sampling: The study was carried out in different areas of Lucknow among
retail investors like Manufacturing industry owners, Transporters, jewellers,
chikan industry owners etc. Since this area is scattered different people from
different areas were selected. The areas selected for this study were transport
nagar, Chowk, latouche road and Hazratganj. Due to time and various other
constraints, the total sample size is 55.

Data collection: Data was collected from both primary and secondary
sources. Primary data was collected through the field visit to the various
areas. Also I personally interacted with the owners and other concerned
people of the organization, in order to collect the required information.

Secondary data was collected with the help of various resources like Google,
Grotal & Just dial to get the addresses of various industries in Lucknow.

Tools of data collection: Data was collected by conducting survey
using various tools like Questionnaire, Interview and Observation. All
possible efforts were made to interview the owner or such other concerned
person. Questionnaires were designed for this purpose, which were
purely close ended. Random sampling method was used for the
questionnaires to get filled

Questionnaire: As a part of quantitative data collection, a set of
questionnaire was prepared and accordingly data was collected from owners
of various industries. Effort was made to make questionnaire relevant for the
study as well as wipe out all the hypothetical words and anomalies. Only
relevant questions were included in questionnaire and effort was made to
keep it short and simple.

61

QUESTIONNAIRE

Name: _________________________
Address:
______________________

______________________

Q1. What is your structure of business?

a. Sole proprietorship
b. Partnership
c. Private ltd.
d. Other(please specify)

Q2. What is your business cycle i.e.; Cash inflow and outflow?

a. 1 days
b. 3 days
c. Weekly basis
d. Fortnightly basis
e. Monthly basis

Q3. Does your business have any surplus fund?

a. Yes
b. No.
c. Sometimes

Q4.Where do you invest your savings or surplus fund?

a. Current accounts
b. Saving accounts
c. Any others(please specify)

Q5. Are you aware that you can get return while managing your short term
fund?

a. Yes
b. No
62

c. Not sure

Q6 Are you aware that there are better avenues than current traditional way
of saving and current account?

a. Yes
b. No
c. Not sure

Q7. Are you aware that current account surpluses can also earn interest by
parking in Mutual Funds even for one day?

a. Yes
b. No
c. Maybe

Q8. Are you aware that there is no entry and exit load (charges) in case of
liquid funds?

a. Yes
b. No
c. Not sure

Q9.Would you like to know more about the avenues where you can manage
your cash efficiently?

a. Yes
b. No
c. If Yes ,(then when)

Q10.Would you like to use this opportunity in near future?

a. Yes
b. No
c. Not sure

Recommendations

_____________________________________________________________
_____________________________________________________________

63

_____________________________________________________________
_________________________________________________

Interview: Interviews were taken to acquire information mainly from
owners of the business. This tool was used to give the knowledge regarding
cash management concept to owners. To convey them how this concept can
be useful for them in earning on the fund that is idle with them for a very
short duration. Then ultimately get the information regarding their business
on the questionnaire.

Field observation: Observation always plays a vital role in the conduction
of research. While collecting information on the field it was necessary to
observe the type of business, their working process and similar other things.

Constraints: There were various reasons due to which adequate sampling
could not be done and so a sufficient number of target people could not be
covered.

• The summer season was a big constraint due to which only
limited number of industries could be covered.
• The accessibility was another reason. At most of the places it was
difficult to meet the owner of the business, as they rarely are present
at the factory.
• Time required to interact with the respondents was not sufficient as
they were supposed to be busy the whole day in their work.
Sometimes they were not available even to interact.
• At many places there was no owner at all, there were only managers
or in charge at the place.

64

Findings and Analysis:
Analysis based on Questionnaire:

Question1

Ownership Structure:

Most of the owners selected for study were Sole proprietor, as they have
more decision making power and are easily available at the concerned place,
65

than In case of private and Partnership firms. The other type of firms
included Government owned firms, Government contractor, company
owned firms etc. these firms are not allowed to use the funds of company
and are bounded by rules and regulations. It would be beneficial to target the
sole proprietors firm and in case of other firms there need to be proper
appointment with the concerned person and then target them, as they are not
directly approachable.

Question 2

Business cycle:

Business cycle is very crucial part of business; it is the difference between
the Cash Inflow and outflow. This is the main point where liquid fund can
play an important role. The days for which the business fund remains idle
can be utilized through liquid fund. This was the question which most

66

owners were unwilling to answer. Most of the firms carry on daily
transactions, but the other firms for which there is business cycle, the liquid
fund can play a beneficial role for the company.

Question 3

Availability of surplus fund:

This is the question which helps us to understand whether the business
operates on cash transaction with surplus fund or depends on Overdraft,
Credit or other such facilities. Most of the people were depended on
Overdraft, credit limit on Current account and similar other facilities of
67

Bank. Very few said that they had surplus or idle fund for short periods
which they keep for payment, contingencies and such other reasons. There
were also business people who occasionally had surplus fund. Thus there is
ample opportunity for fund, with both types of Businesses.

Question 4

Investment of Surplus fund:

This is the question to analyze what are the current avenues which are
utilized in business for parking funds. As expected more than half depended

68

on Current account alone, while about 11% used both Current and Saving
Account. There were also persons who had saving accounts, but mostly on
individual basis. Other avenue where businessmen parked their funds are
fixed deposits, Public provident fund , overdraft , Auto sweep facility of
banks and even some of them have invested in equity related Mutual Funds.

Question 5:

Cash Management Awareness regarding
Short term:

69

Now regarding the awareness part among business owners, whether they
know if they can get return on their funds even for a very short term period
of 1 -2 days. Most of them were unaware regarding this; As a matter of fact
they did not have any knowledge for short term cash management. About
one fourth were aware regarding this concept, and others were unsure.
Hence about three fourth people were made aware regarding such concept.

Question 6:

Awareness regarding other avenues than
Current & Saving Accounts:

70

This question made clear that how corporates, businessmen still rely on
traditional saving and current account for parking funds. This is because of
lack of knowledge regarding the modern methods which ensure safety,
liquidity as well as help them in getting return. They still think that banks
are the safest place for them to park funds. Thus making them aware that
besides these there are other avenues which are as safe as banks, in addition
they will better earning than banks, was primary purpose.

Question 7

Awareness regarding daily interest in
Mutual Funds:

71

This question introduces the concept regarding the Liquid funds. The most
striking feature of liquid fund is daily interest, which is not given by any
other product in the market. On the other hand the principal is secured as in
case of Current and saving accounts, with extra benefit of high liquidity and
earning. Very few were aware, regarding this and most of them were unsure
regarding such thing and rest had no idea regarding such facility.

Question 8

72

Awareness regarding No entry and exit
load in Liquid fund:

As most people have basic perception that there is some entry and exit load
in case of mutual funds. Therefore it was necessary to make them aware that
there is no entry and exit load in case of Liquid fund. Most of the people had
no idea about this feature of liquid fund. Only a very few knew about this
feature of liquid fund.

73

Question 9:

Willingness to know more about Liquid
Fund:

This is the Question to know whether they wanted to know more about the
liquid fund. This could be done by having appointment with the person from
the Reliance mutual fund, who would provide full and detailed information
about the liquid Fund and solve all the fund related queries.
About one third of people were interested in knowing more about the fund
as they found it useful for the business. As far as people who were not
interested in knowing about liquid fund had various reasons like they were
mainly dependent on OD, Auto sweep and such other facilities, others did
not have Surplus or idle cash in the business; therefore they had no utility of
the fund.

74

Question 10

Willingness to use Liquid Fund in near
Future

It is the concluding Question to know whether they would like to use this
fund in the future. About one third of them said that they would like to use
this opportunity of near future as it can be useful for their business. About
one fifth of them were unsure regarding that whether they would use this
fund in near future. And rest said that they would not like to use due to
various reasons.

75

Findings:

1.) Some Jewelers use only cash for transactions and do not depend on
credit. While others who have surplus cash prefer to invest in gold
only.
2.) Some owners do not want to disclose, their personal information as
they are do not want to be disturbed by calls from company (like
Lucknow chikan house, chikan mahal)

3.) People generally view mutual fund as risky, as they generally relate
mutual fund with share market and equity related schemes. Hence
there is a need of making them aware about different type of
schemes.

4.) People find Auto sweep in facility more convenient as it is automatic
and they do not have time to manage it.

5.) In company owned business, there is no authority of owner to use the
fund for any purpose. All the transactions are carried out from head
office only.

6.) Some have suggested it is one of the best funds of the company and
should be promoted by the company on a greater scale.

7.) Some people find it complicated to transfer fund from current
Account to liquid fund and then back to Current Account (raj
transport)
76

8.) In case of Private limited companies, people like it for individual
purpose also.

Recommendations:
1) Reliance should consider entering into the banking sector as most of
the people like to have mutual fund and bank of the same company.
2) Company should spend more on Advertisement and Promotion part
and should especially highlight this fund to make corporate sector
aware regarding this fund.
3) More awareness should be created about the various types of fund,
so that people do not view all fund related to the share market.
4) There should take measures to make people aware regarding mutual
funds especially in Industrial areas where the owners are less aware.

77

Bibliography
• http://www.google.com
• http://www.grotal.com
• http://www.moneycontrol.com
• http://www.reliancemutual.com/OurSchemes/Specific-
Schemes.aspx?Id=9
• http://managementfunda.com/reliance-mutual-fund/
• http://www.mutualfundsindia.com/Assets%20_under
%20_Management.asp
• http://www.mutualfundsindia.com/amc.asp
• http://www.moneycontrol.com/mccode/news/article/article_pdf.php?
autono=711021&num=0
• http://www.scribd.com/doc/25786437/Questionnaire-on-mutual-
fund-invetment

78

Cash Management Awareness Through Mutual Funds

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